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This Ganeshotsav, Lokmat creates unique print & digital initiatives

MediaInfoline August 24, 2017
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Lokmat, Maharashtra’s and Goa’s Number 1 newspaper, celebrates the most auspicious & Maharashtra’s largest Ganapati festival, with series of unique initiatives for an emotional bonding with readers across age groups.

  1. A) A thought provoking film – #MeBappaBoltoy helps one to introspect on man’s relationship with God – this film has been created by Amol Jadhav with MAD Productions
  2. B) To inform and educate the younger generation all about the behind the scenes in making the Lalbaug – the most revered idol, Lokmat created a Webseries #Lalbaugchi Jatra in conversation with Santosh Kambli of Kambli Arts who are the makers of Lalbaug  
  3. C) Ti’cha Ganpati – An initiative to promote women empowerment and harp on gender equality across all locations in Maharashtra with a special focus on markets as Pune, Aurangabad

An interesting short film titled #MeBappaBoltoy has been launched on all social and digital media platforms by Lokmat.  This film tends to evoke respect and try and look into another version of the celebrations from Bappa’s point of view and it has a different approach to the festival. Shot across various localities in Mumbai, the film captures Bappa’s journey across all the festival initiations that one goes through. It tends to address the fundamental question – in this hullabaloo, are we getting distanced from God himself? Through this film, the viewer is made to reflect on some things that may have distanced us from God. It is supported with a poem in Marathi which depicts the exact feelings of this man- who apparently is Lord Ganesha, in his contemporary and commonest form. Enacted by Actor Ameya Husanwadekar, it is conceptualized by – Writer and Independent Film Maker Amol Jadhav. Amol recently finished shooting his upcoming feature length documentary film Mahakaya. The film is produced by Krishna Kotian of MAD Studios who are pioneers in innovative content creation, production services for film, TV and advertising. MAD Studios is India’s premier content production company, founded by Mr. Sunil Manchanda, with more than 20 years track record of producing top TV commercials for biggest global ad agencies and brands in India. MAD studios has also produced path breaking films (e.g.: Salam e Ishq, Tere Naam, Cheeni Kum, Paa and MOM recently.

#Lalbaugchi Jatra is a web series or behind the scenes of iconic Lalbaug Moorthi. Conceptualised by Agency09, digital agency of Lokmat, this web series is a talk series between Marathi actor Chaitanya Chandratare and Santosh Ratnakar Kambli, sculptor of Lalbaugcha Raja’. The web series will have 6 episodes which can be viewed on Lokmat.com, Lokmat youtube and Lokmat facebook and will release each day starting 25th August at 9 AM. The web episode will be showcasing the history behind Lalbaugcha Raja, the role of Kambli family who sculpted Labaugcha Raja since inception and  how it became popular as a series to help younger generation know more behind the scenes and tales untold. Santosh Ratnakar Kamble of Kambli Arts is 3rd generation sculptor. Santosh joined the business in 2002 and he also creates miniature idols that are replicas of Lalbaughcha Raja for common people. He is taking the legacy of Kambli Arts forward which is headed by his father Ratnakar Madhusudan Kamble.

‘Ti’cha Ganpati will have series of events across various locations in the state talking about women empowerment and gender equality. It invites women to completely manage a Ganpati Mandal. In Pune as a special case, this event lends its extension to propagate safety of women though a midnight bike rally and in other locations as Aurangabad Beed Sangli it creates various workshops for women to completely front end Ganpati worship utsav. On one of the days on August 27th, Pune wishes to create a record between 7-8pm requesting every Ganpati puja to have a woman do the aarti irespective of mandal or home puja. The aim behind this initiative is to create 1st of its kind social message.

Ms. Shalini Gupta, Vice President- Brand & Communication, Lokmat Media Pvt Limited says, “As a brand which is rooted within traditions of Maharashtra, it gives us pleasure to recreate the magic of the festival through unique content which is thought provoking yet presented in a new way. Today content is media agnostic, therefore we are happy to foray  into a new content area despite being known as a print media. As a leader in the category we believe in going where the consumer is. And during festivals, engagement and share-ability is highest. This shows our flexibility, innovation and opportunity connected with Brand Lokmat. We wish all our readers and viewers Happy Ganeshutsav and are thankful to them for their support all these years.”  

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